Madonna performs at a women's march in Washington, the US, in January. Picture: REUTERS
Madonna performs at a women's march in Washington, the US, in January. Picture: REUTERS

It may sound good that the advertising industry acknowledges its role in objectifying women, but it’s a bit late and would always have been hollow anyhow; the industry has always been less about truth and completely about fantasy (Advertising festival takes a stand against gender stereotypes, February 16).

Moreover, the sector’s clout waned with the arrival of remote TV controls and is about to vanish entirely with the rise of social media.

The real villains are women such as Madonna, who made a fortune objectifying themselves, built her profile by insulting Christians and adopted black babies from another continent as though it had no emotional consequence for Africans.

The 21st century will surely convulse as these holy cows, which hide in feminist ideology, get confronted. If ideology came of age in the 19th century, it got married to political practice in the early 20th. By 1979, they were divorced with the incredulity towards metanarratives, as Jean-Francois Lyotard put it. We are only 20 years in and things are getting decidedly interesting as micronarratives like these are interrogated by a million voices as being either right or wrong.

It surely is good to be alive to witness the convulsions being wrought by the 21st century.

J Kuhn
Cape Town

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